Akshay khatri

17-50-106

Questions

1. What do you mean by global advertisement? What are its characteristics and
how it differs from international (local) advertisement?
2. What is the impact of global advertisement in India?
3. Is the product capable of selling itself without advertisement? If yes why do
we need it? Is advertisement creating awareness or propaganda?
4. What impact is it having on Indian culture and different languages in
advertisement?
5. What do people prefer local or global advertisement?
6. Which age group prefers which type of advertising?
7. Does culture has any effect on type of advertisement. If yes how is it
applicable in Indian context?
8. How sensitive products (beef pork, chicken, sanitary, napkin, condom) be
put forward in cultural environment?
9. Can you define such advertisement which explicitly keeps telling
about the product like wine?
10.No price, no quality. Does it really hold?
11.Cultural advertisement intervenes with global ad scenarios?
What Is the Difference in Global Advertising & International Advertising?

http://smallbusiness.chron.com/difference-global-advertising-international-
advertising-66112.html

By George Boykin

Global and international advertising are alternative communication strategies that

companies employ to drive demand for goods and services in foreign markets.
International advertising strategies are tailored to reflect regional, national, and
local market cultural differences and preferences. Global advertising embraces
standardized strategies in which advertising content is the same worldwide under
the premise that the entire world is a single entity.

Generally agree that global advertising can work under certain conditions. Philip
Kotler, marketing professor at Northwestern University, says that global strategies
work best in categories where the trend toward global integration is strong and
local cultural influences are weak, such as the consumer electronics market.
According to an international marketing study guide from Villanova University,
global advertising may be appropriate for brands that use image campaigns with
universal appeals based on similar tastes, interests, needs and values.

Effectiveness of global advertisement on culture of India: an emerging market

Kumar Srivastava

University of Bombay, Bombay, India

Summary- From the study it was found that culture does affect the perception of
global advertisement. Religion, age and education do play a role in perception of
global advertisement – they play an important role in buying intention. Recent
trends in the global economy have transformed the cultural content of advertising
campaigns. Therefore, multiculturalism could be a good approach to global
advertising. Christians (52 percent) are more inclined towards global advertisement
when compared to Hindus (42 percent) and Muslims (45 percent). This is a
surprise, as Muslims are perceived to be more conservative. Age also influenced
perception. Older age groups do not have a high degree of perception towards
global advertisements with respect to buying intention. Higher education also plays
a significant role in customer retention. Higher education can lead to better
acceptance of domestic products compared to undergraduates.

WORD-OF-MOUTH" ADVERTISING IN SELLING NEW PRODUCTS

Robert C. BROOKS, JR.

Department of Marketing

University of Georgia

Advertising and personal selling are by no means the only sources from which
consumers receive information regarding products. Powerful "networks of
interpersonal relations" existing within the consumer market are also utilized for
this purpose. The existence of "consumer networks" has been established in a
number of studies. Although these networks do not cover all of the market for a
product, they are very important in the large segments of the market which they do
cover. The existence of opinion leadership within groups is a factor of prime
importance in "word-of-mouth" advertising. It is also of great importance to the
direction of the selling effort of the firm. For those consumers who are "two way
independents" (who in general are neither influenced by anyone else, nor do they
influence anyone), advertising and personal selling remain the primary means by
which the firm can attempt to sell.

The propaganda function of marketing

Edmund d. Mcgarry

According to the author advertisement is a special type of propaganda designed to

gain and hold allegiance of mass market. He contends that its purpose is to
persuade not to present a balanced judgement. It has distorted people's natural
desire, misinformed them as to the product they needed, played upon their
emotions and led them to actions. Like other forms of propaganda advertisement is
also said to have a barrage effect. Although it is designed primarily to induce
people who have money and are in need of the product, it's effect cannot be
confined to those alone. Many people who see the advertisement who don't have
money and are not needy of the product go for it, by word of mouth. Advertisers
have found the motives of consumer purchase behavior by trial and error. When
one motive gets accomplished they come up with a different motive. It constantly
keeps trying in changing Customer's customary wants and keeps stimulating the so
called artificial wants.

What are sensitive products?

By John Fahy, Denise Smart, William Pridec & 0. C. Ferrell

Products can be deemed 'sensitive' with reference to either social and/or legal
codes. First, there are 'products ... that for reasons of delicacy, decency, morality,
or even fear tend to elicit reactions of distaste, disgust, offense, or outrage when
mentioned or when openly presented. These include sexually-oriented items such
as underwear and condoms, and issues such as AIDS. Second, there are products
whose advertising is restricted for legal reasons, because societies fear the
consequences of excessive market-place exposure. Health-oriented goods such as
cigarettes, alcohol and pharmaceuticals are included in this group.

Advertising Sensitive Products

John Fahy, Denise Smart, William Pride & 0. C. Ferrell

The results of two nationwide studies of opinions on the advertising of sensitive

products in the US are presented in this study. Broad categories of
'unmentionables' have been proposed, specifically products, such as personal
hygiene articles; services, such as abortion or sterilization services; and concepts,
such as extreme political ideas or unconventional sexual activities. The findings
reveal that the level of acceptability of television advertising for sensitive products
is higher than previous studies have indicated. However, significant demographic
variations do exist. Those most receptive to this type of advertising are likely to be
young high-earning males with at least some college education. In contrast,
females in general, and particularly those aged 50 and over, exhibit much higher
disapproval levels for such commercials. The key implication of the findings for
advertisers is that knowledge of the viewing audience is paramount. To ensure
acceptability of advertisements for certain types of products, an awareness of the
viewing habits of different demographic segments is critical. An important balance
needs to be achieved between ensuring that target markets are reached and
refraining from offending other members of the viewing audience. Finally, the
results of this study have an important implication for researchers. Attitudes
towards commercials are traditionally viewed as a function of five antecedents,
including advertising credibility and perceptions, attitude towards advertising in
general, attitude towards the advertiser and mood .Furthermore, research has
shown that advertising-specific antecedents are dominant in explaining attitudes
towards an advertisement . The implication from this study is that the type of
product being advertised may represent an additional although heretofore
unrecognized factor contributing to the variance in attitudes towards
advertisements.

Global Television Advertising Restrictions: The case of Socially Sensitive

Products

Alan T. Shao & John S. Hill

In this study executive perceptions of legal and social constraints on television

advertising are examined. Legal constraints were fairly constant across developing
-developed, high-medium-low context country classifications. Social restrictions
were more noticeable in the developing world, whereas developed nations had
more liberated advertising environments. The study confirmed that the developing
countries relied more on social restrictions than did advanced countries. This
conclusion has to be tempered by the fact that social codes in many of the
developing countries carry the same force as (and are really substitutes for) legal
frameworks.
Product Placement in Movies: The Effect of Prominence and mode on
Audience Recall.

Pola B. Gupta and Kenneth R. Lord

Product placement may be defined as a “paid product message aimed at

influencing movie (or television) audiences via the planned and unobtrusive entry
of a brand"product placement is often used for advertising sensitive products like
alcohol , cigarette etc. the study compared the recall effectiveness of common
product-placement strategies with each other and with advertising. Prominent
placements elicited higher recall than did advertisements, which, in turn,
outperformed subtle placements. The explicit mention of a product in the audio
script (without a visual depiction) led to better recall than a subtle visual placement
(without audio reinforcement). However, the addition of a complementary audio
message did not significantly enhance the recall of a product that already enjoyed
prominent visual display.

Surrogate advertisement- A surrogate advertisement can be defined as an

advertisement that duplicates the brand image of one product to promote another
product of the same brand.Ever since advertising of tobacco and liquor products
have been banned on Mass Media, these companies have resorted to surrogate
advertising tactics to keep their brands alive in the minds of consumers. The most
important function of a surrogate advertisement is that of brand-recall. A surrogate
advertisement advertises other market commodities without alluding to tobacco or
liquor but under the same brand.

Brands like Kingfisher, Wills actually bank upon such ads to draw attention to
their other products. For instance, Kingfisher has promoted everything from
bottled water, to soda to calendar under the umbrella of the brand name
'Kingfisher'. Former Union Health Minister Mr. Anbumani Ramadoss had
challenged the name of the Bangalore Indian Premier League (IPL) cricket team,
"Royal Challengers", which was an out and out blatant surrogate advertisement for
the liquor brand "Royal Challenge". But the Supreme Court of India has since
pointed out that the team was not named 'Royal Challenge', the liquor brand BUT
"Royal Challengers". 'Only those who drink can be attracted by these things,' the
bench observed in a lighter vein, alluding to the fact that a name would not have
any effect on non-drinkers.

Is there a Generalized Price-Quality Relationship?

DAVID M. GARDNER

Although there is much evidence that a relationship exists between a product's

price and its perceived quality. However no study gives evidence that the price
quality relationship can be generalized to various products with varying prices and
consumer purchasing patterns. From the study it was found that brand name greatly
influences perception of product quality, willingness to buy and attitude toward the
product. The results of this study however cast serious doubt on the possibility of a
generalized price-quality relationship. if price was the only information cue, and
thus a price quality relationship could easily be implied. However, when other
information cues are introduced (the merchandise itself, brand, and limited product
information) this relationship is replaced by a brand-quality relationship. The
ranking of price lower than, or at most equal to, other purchase situation variables
is evidence for the finding.

Globalization's Impact in Advertising (intervention with cultures)

http://smallbusiness.chron.com/globalizations-impact-advertising-71068.html

by Lou Hirsh

It has been observed that advertising campaigns that work well in one country may
not have the same impact in other markets. Therefore Language, religion and
cultural differences also needs to be considered when advertising a product in
different countries.. For instance, the Stern School researcher’s note, the American
Dairy Association's "Got Milk?" campaign, which was highly successful in the
U.S., did not work in Mexico because the phrase, when translated into Spanish,
comes out as "Are You Lactating?" Humorous ad campaigns might work in one
country while falling flat in another and care must be taken with the use of certain
symbols and colors. Several tropical countries, for example, associate the color
green with danger, which is not the case in the U.S., and the color red is associated
with weddings and happiness in China.

Summary- Advertising is the best way to communicate to the customers. It plays a

vital role for a company to promote its sales and increases revenues. Based on the
type of product different types of marketing techniques are used by marketers. If
the product is having a strong global dominance and local cultural influences are
weak, such as the consumer electronics market global advertisement are used.

Almost all countries have strict regulations on sensitive advertising, especially as

regards to alcohol, tobacco and other controlled substances. To overcome this issue
marketers have come with different techniques to place their product in customer
mind. Marketing Techniques such as- product placement and surrogate marketing
are commonly used by marketers.

It has been observed that advertising campaigns that work well in one country may
not have the same impact in other markets. Therefore Language, religion and
cultural differences also needs to be considered when advertising a product in
different countries.